10 ferramentas de marketing gratuitas que todo empreendedor deve conhecer
Se você não tem um grande orçamento de marketing, pode ser confuso descobrir quais ferramentas de marketing você precisa pagar um pouco mais, quais têm ótimas versões gratuitas e quais são as que você pode dispensar.
Depois de levar algum tempo para entender seu público, debater as plataformas de mídia social ou outros canais de distribuição que você usará e listar as metas da campanha que você deseja alcançar, é hora de criar seu kit de ferramentas.
Reunimos uma lista das melhores ferramentas de marketing gratuitas ou baratas que sua equipe pode usar para impulsionar o sucesso em 2018.
Existem centenas de ferramentas para ajudá-lo com seu marketing de todos os ângulos possíveis: pesquisando seu nicho de mercado e descobrindo sua concorrência, criando conteúdo visual e escrito de alta qualidade, otimizando suas páginas de destino, melhorando a distribuição e a segmentação, analisando análises de campanha e muito mais.
Nós dividimos nossa lista de ferramentas de marketing gratuitas nas seguintes categorias:
Todos os profissionais de marketing devem começar com pesquisas sólidas sobre seus clientes e concorrentes. Sem essa base, o restante da sua campanha pode se tornar inútil.
Abaixo estão seis das melhores e mais econômicas ferramentas para você começar com o pé direito!
Google Keyword Planner—Free
The AdWords Keyword Planner, with its basic volume and competition data, is a great tool for beginners—and it’s free.
Just enter the specific keywords you’d like to compare, and then view the results:
While you can get basic and practical data with AdWords, if you’re looking to generate keyword suggestions, check out SEMrush (below), which incorporates that extra feature.
SEMrush—Free trial + discount for pro plan
SEMrush is our favorite keyword-research tool. It provides both short- and long-tail keyword research, as well as information on keywords for both PPC and organic traffic.
A SEMrush keyword search returns data about a keyword’s volume of hits, the CPC AdWords price, the number of results, and the competition level:
Better yet, you can tailor your research to more than 131 different countries!
SEMrush is one of the pricier tools we suggest, at $99 per month (Pro plan), but you get a 7-day free trial before committing and can save $200 if you sign up for an annual subscription.
Moz—Free version for lower search requirements + free trial for the full version
Moz is one of the best SEO resources out there, and its Keyword Explorer is in high demand.
The platform is very user-friendly, with both numeric and visual representations of a keyword’s monthly search volume, opportunities for ranking, priority, and difficulty.
Keyword Explorer also delivers new keyword suggestions and excellent SERP analysis.
Moz’s free version of the tool allows for 10 queries a month; after that, you’re bumped up to Moz Pro for $159 per month—but you do have the option of a 30-day free trial to test out the full set of offerings.
Data Scraper—Free, easy-to-install Chrome extension
If you’re looking for data to support display campaigns and/or outreach, look no further than Data Scraper, a free Chrome extension that allows you to download any form of data from a website:
For example, you can extract phone numbers and even a list of Google search results. Just define your filters, and then download the spreadsheet. You get 500 page scrapes per month with Data Scraper’s free tool—enough for most small to medium-size marketers. If you want more, pricer plans range from $20–$200/month.
SpyFu—Modest monthly fee + unlimited access to SpyFu data
SpyFu helps you understand your competitors by homing in on the keywords they’re working with. For example, you can see which keywords are being used in their marketing campaigns. Type in a competitor’s URL and SpyFu will pull up how many keywords they’re ranking for, along with their website’s estimated clicks-per-month and the ratio of organic to paid traffic:
SpyFu breaks the data down even further for paid keywords, and offers insights into your competitor’s top competitors, allowing you to gain greater industry understanding.
SpyFu’s basic plan is $39/month (or $33/month if you sign up for an annual subscription). More expensive Pro and Team plans exist, but in all three plans, you get unlimited access to all SpyFu data.
BuzzSumo—High-quality market insight (that’s worth the monthly price)
BuzzSumo ($99/month; $79/month if you pay annually) allows you to dig into a certain topic by using features such as Question Analyzer, which returns the most popular questions asked on forums, ecommerce sites, and Quora about the topic of your choice:
With this foundation, you can craft content that actually answers your audience’s questions. While BuzzSumo is one of the pricier options, we recommend it. If your content is irrelevant, it doesn’t matter how well designed or promoted it is; it won’t click with your audience.
If you’re a digital marketer, particularly with the goal of lead generation, you need a great landing page.
Landing pages should be simple and focused on a single objective or CTA.
Still, since this is where a visitor arrives when they click on your Google AdWords ad, for example, the site still needs to be well designed.
Gratisography—free, incredible images to impress your audience
You want your landing page to amuse and inspire your viewers to take action.
Gratisography provides free high-resolution and whimsical photos that will make a strong impression:
Using images that are counterintuitive or strange are proven to be more memorable than generic ones.
The more your landing page sticks with your viewers, the more likely they are to explore further.
SimilarWeb— a free basic tool for small marketers
SimilarWeb is a great tool for site idea generation, including the estimated traffic of a potential website and the sources of that traffic.
The free option gives you five searches, three months of traffic data, and one month of mobile data.
If you’re creating a small handful of campaigns, this is a good starting package—with room to grow as your marketing expands.
After you’ve researched your competition and crafted beautiful, inspiring, data-driven content, you need to distribute it! Doing this in an efficient manner will multiply its effects.
Hootsuite—the master of social media management
Hootsuite has been in the business of managing multiple social accounts longer than anyone.
It remains the industry standard, with compatibility across 35 distinct social media networks.
With Hootsuite you can easily add new accounts and view and manage them all in one custom dashboard:
Hootsuite allows you to schedule and post content across several platforms at the same time, which is an enormous time-saver.
If you have a larger team, Hootsuite allows you to designate multiple users on a single account.
For enhanced security, account administrators can delegate specific access rights and receive notifications upon every login.
While the more expensive Business plan ticks in at $499/month, the $19/month Professional plan allows for 10 social profiles and unlimited scheduling. You also get unlimited RSS feeds, as well as analytics in real time.
If this is still a bit steep, Hootsuite free option offers up to 3 profiles and 30 scheduled messages—perfect for beginners.
TweetDeck—Twitter-focused and completely free
If your marketing strategy is centered on Twitter, TweetDeck is an excellent way to manage multiple accounts.
You can tweet, monitor, and follow new accounts simultaneously—as well as organize and build collections and keep track of lists.
TweetDeck’s multi-column layout offers a quick and user-friendly platform for people to keep up with timelines while tracking hashtags, keywords and saved searches.
There’s always room for improvement. Understanding where you’ve succeeded in your marketing campaigns and where you might have fallen short begins with excellent analytics.
Google Analytics + Google Data Studio (beta)—both free
Google Analytics tops our list. It’s indispensable if you’re a digital marketer, marketing manager—even a CEO. Google Analytics allows you to track everything about your users—down to the minutia of what resolution screen they’re on.
It also has user-friendly mobile capabilities:
You can use Analytics in partnership with the Google Data Studio (still in beta) to create unlimited reports that include creative and shareable charts and graphs. Both are free. If you’re looking for more advanced and pricier options, explore the 360 Suite.
Amplitude—a pioneer for product teams
If you’re a product marketer, Amplitude will help you visualize complete user journeys:
Even when your users are anonymous, you can research certain behaviors that predict new-user retention.
You get core analytics and unlimited data history and user accounts, and you can track up to 10 million user actions per month.
Facebook Analytics—free product analytics at a granular level
With its unparalleled trove of user data, Facebook Analytics for apps, which recently emerged from beta, is especially helpful when breaking down demographic data on app users:
What’s great about Facebook Analytics is that you can also understand how a user is engaging with your product across mobile, web, and even bots!
Like Amplitude and Google, it’s free.
There are so many resources that allow you to keep learning about the best, most cost-effective marketing tools.
Of course, we recommend the AdEspresso blog, where we are constantly digging into the latest trends, tips, and tricks to help marketers optimize their social media ads.
In addition, we love the Sumo blog, which breaks down the marketing strategies of the world’s most successful companies into a series of concrete, repeatable steps:
Digital Marketer is another top-notch site that is more than just a blog: The page offers detailed case studies, marketing guides, and spreadsheets.
All of these sites will have links to even more resources.
As promised, here are our final “bonus tools” that don’t fit into a particular category but that we could not do without:
Evernote—free and popular project management software
For project management, Evernote is an excellent, free tool. While it does have more expensive packages, the Basic option allows you to create and organize notes as you brainstorm new content and bookmark ideas for new campaigns.
If you don’t want to download the entire tool and reconfigure your current system, Web Clipper is a Chrome extension that allows you to”clip” web pages and then store and categorize them for later use.
Along with Evernote, for marketing teams, both remote and physical, Slack is critical for keeping a fun and lively record of project-related conversations. You can create specific channels based on work streams, customer accounts, ideas for content creation, and more.
Mailshake—Free email inspiration and organization
If you’re targeting influencers, try Mailshake. To spice up cold emails, Mailshake offers a set of catchy, engaging templates:
Mailshake also allows you to schedule replies and promote specific content. And it’s free with a Google account!
Headreach—email prospecting with a free trial + modest monthly plan
If you’re specifically looking to prospect new leads try Headreach.
Email is still the channel with the lowest CPC, so it’s important to utilize it well.
Headreach’s monthly plan is $29/month and includes the ability to search 400+ million business contacts.
All data is updated daily. If you’re not ready to commit, try the 30-day free trial, which allows for 10 free leads.
Sniply—free for increasing conversions
Sniply is an easy way to drive campaign goals by adding a CTA to each link you share:
Multiply your creative efforts with this quick extra step!
A free plan affords you a single team member and 1,000 clicks per month, along with customized themes, and email support. (The basic monthly plan starts at $29/month but is discounted to $25/month if you sign up for a yearlong subscription.)
World Time Buddy—Work internationally at no extra cost!
Finally, if—like AdEspresso—you’re working internationally, it’s important to line up your time zones when scheduling posts!
World Time Buddy makes it so you don’t have to count backward and forward to be sure you’re in sync with Europe, the U.S., Asia, and beyond, depending on your target audience.
Getting started is easy: Just add locations, set your home location, and mouse over the hours to see the time conversion. You can order the locations in any way you choose.